We've started seeing this in the UK as well. "Below Market Value Properties" works - funny, seems like it's only on the high-value CPCs (malpractice, property, etc).

Our Google AM confirmed they were testing this with DKI ads last week, and it appears that they're looking to change the ad formatting with increased character limits. On a similar change, they appear to be aggressively testing favicons in paid SERPs as well - government sites, opticians, travel industry and Google partners all seem to be popping up with favicons next to their display URLs.

With the testing that has been carried out in the past two months or so, is anyone else thinking that a major shift in the way we structure our ads is afoot?